Bing & Yahoo Add Sponsored Video Ads to Search Results Page

Both Bing and Yahoo are now showing sponsored video ads directly within the search results.

Here is how the ad looks initially, similar to the ads we recently spotted Bing testing that has a thumbnail image beside the text version of the ad at the top of the search results.  But instead of just a regular thumbnail, the image has a play symbol on it.

When you click the thumbnail, it expands the ad, pushing down the search results below, to show a full-size video within the search results, which begins auto-playing once expanded.

When the ad finishes played, it collapses, and the search results below it move up to take its place.

Here is another example, with the video expanded:

Here is how it looks on the search results page.

These video ads are also displayed on the search results pages for Yahoo as well.  However, Yahoo handles their version slightly differently.

Here is a Yahoo search results example for the video ad.  Instead of merely a play symbol on the thumbnail, they display theirs as a full width overlay on the image, with the word “Play” beside the play symbol.

Here is is once someone has clicked the thumbnail to expand and play the video.  When expanded, Yahoo’s version also includes a detailed caption at the end.

And when the ad is over, it shows an option to replay the video again, instead of collapsing as Bing’s version does.

These ads do appear to be served internationally, as I can see them from both the US and Canada, and in multiple browsers.  I only saw them for pharmaceutical related searches.

This is a game changer for Bing and Yahoo to start including sponsored video directly in their search results.  With the success Facebook and Twitter are having with their autoplay video ads, can we expect to see either of them experiment with their own autoplay video ads in the search results?  Would Google ever follow suit?

This is definitely a very interesting move for Bing and Yahoo to make, especially as video ads are continuing to grow.  Just how far will sponsored video ads within search results go?

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Jennifer Slegg

Founder & Editor at The SEM Post

Jennifer Slegg is a longtime speaker and expert in search engine marketing, working in the industry for almost 20 years. When she isn't sitting at her desk writing and working, she can be found grabbing a latte at her local Starbucks or planning her next trip to Disneyland. She regularly speaks at Pubcon, SMX, State of Search, Brighton SEO and more, and has been presenting at conferences for over a decade.

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